Ooha, the zero calorie, zero added sugar soft drink owned by the Coca-Cola Company, has recently launched in Thailand. To promote the drink in a highly competitive market, the brand has taken a unique approach of making people remember the name instead of the taste. Let’s explore Ooha’s strategy for creating a memorable brand through a series of silly ads.
How Do Ooha’s Ads Become Memorable?
To promote a drink that consumers haven’t tasted yet, Ooha focuses on creating a strong brand recall. Ooha’s advertising agency, Ogilvy Singapore, along with WPP Open X, has developed a series of four ads that embrace the onomatopoeic nature of the brand’s name. The key idea is to evoke the ‘visceral feeling of drinking Ooha for the first time’ through repeated expressions of ‘Oooohaaa!’ These ads showcase various silly situations involving pink ninjas, thirsty gibbons, giant monsters, owl cowboys, and tennis champs, each delivering their unique take on the drink. The aim is to transform Ooha into an ‘ear-worm, an endless meme, an audio gif’ that remains firmly embedded in the minds of consumers.
The Impact of Memorable Advertising
Memorable ads can be a game-changer for brands, especially in a crowded market. By creating an emotional connection and leaving a lasting impression, these ads can significantly influence consumer behavior. Ooha’s approach of utilizing silly and unforgettable scenarios in their ads aligns with the industry’s shift towards embracing the weird and wonderful. The goal is to generate a strong brand recall and foster positive associations with Ooha, even before consumers have had a chance to taste the beverage.
Bottomline
Ooha’s decision to create a series of silly and memorable ads to promote its new soft drink in Thailand demonstrates the brand’s innovative approach to capturing consumer attention. By tapping into the onomatopoeic nature of the brand’s name and leveraging the power of repetition, Ooha aims to embed itself in the minds of consumers, even before they have a chance to taste the beverage. Memorable advertising has the potential to drive consumer behavior and establish a strong brand presence in a competitive market. Ooha’s campaign serves as a testament to the effectiveness of embracing the weird and the wonderful in advertising, leaving a lasting impression on consumers and setting the stage for a successful product launch.
